Featured Artist: amorfia

Our today’s featured artist is amorfia!

Tell us a bit about yourself:

What is your background?
My name is Andreja and I live in Croatia,  a small country rich with beautiful natural treasures like Plitvice lakes, Kornati islands, Brijuni islands etc.
I work as a business secretary and spend my free time making jewelry which has been my hobby for past seven years.

What hobbies or interests do you have?
Besides jewelry making, I spend a lot of time on reading and photography. My favorite motives are details from nature, landscapes, waterscapes, animals and portraits.

Is there a specific design style that you really like?
I am highly inspired with nature,  fantasy and romantic motives. It seems to me that , since the majority of my audience are women, this is very well accepted style among most of them. I try not to over decorate the jewelry I make, but to make a balance both in delicate and  more “heavy” pieces.

What drives you?
I was creative since the early age. I used to write poetry, paint, but I found greatest satisfaction and fulfillment in jewelry making. I see a lot of beauty in the world around me and this is my way of expressing my view of that beauty.

What are you passionate about?
I’m a really passionate reader. When I get a hold of a book I like I can’t drop it till I read it to the last letter. Some books are a big inspiration, especially fantasy books which often  inspire me in my designs.

Why did you choose your career / niche / topic / market? 
I started making jewelry more from a need than in intention to make a career out of it. I was very young at the time, a student with limited funds and a desire for jewelry which I loved to wear. So I started making it on my own and soon discovered there are people who like what I make and that I really enjoy creating new and unique designs, so I dedicated more time to learning new techniques and improving my skills.
I’m passionate enough to build a brand around it, but the economic situation in the country isn’t very favorable for starting a new business so I will wait a while to make it my only source of income.

look at me here!

What are your goals?
My goal is to get a formal education in goldsmithing which I would like to combine with  techniques I currently use in jewelry making.

Where do you see yourself in 5 years?
I see myself in a happy family surroundings making jewelry for a living.

Tell us about your shop:
How do you describe what you do and why are you doing what you do?
I enable different materials to tell their story and share their beauty with designs I envision when I take each stone, bead and shapeless wire in my hands and merge them into a whole.

Describe your ideal customer & the world they inhabit.
My ideal customer loves to wear unique handmade jewelry and appreciates the time and effort invested in it.

What do you want to be known for in your business?

I want to be known for my creative designs and good quality.

What is about your shop that is unique? What makes your shop different?
Every piece of jewelry that I make shows a little of my personality, my love for daydreaming, fantasy world, romance… Since every person is an individual and unlike any other, my jewelry expresses that special part of me that is mine alone and that’s what makes it unique.

What event or need causes them to search for what you offer? Which problem do you solve?

Special occasion doesn’t have to be the only motivation for a woman to feel and look special. Simple and unique piece of jewelry combined with every day outfit can easily make a woman smile and feel better for herself. Details make a difference from plain to interesting.

What is your message?
I want them to think ” Yes, this is the detail I was looking for to make my outfit complete”.

July 20, 2011
July 23, 2011

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